Review on Construction of National Image of China from Reports by Western Media on the Olympic Games --- Taking the 315 Reports in  as the Analysis Target

Kunjin Luo

doi:10.5539/ass.v5n8p111

Abstract

Essence of construction of national image is to gain extensive recognition of the international society, namely, recognition of an identity. All censure from western media in their Olympic reports about China reflects conflict between cultural concepts and social identity is an awkward circumstance in construction of national image. How to eliminate or heal these differences is a significant task in the foreign dissemination of China. Regarding the 315 reports with Olympic topics in , the author of this article summarizes causes for censure of western media on China by analyzing trend, standpoint and concern of western media in their Olympic reports, and therefore, puts forward valuable recommendations for moulding a perfect national image.

Highlights

Which aspects western media recognize Olympics, and in which aspects they hold a critical attitude
Before the Olympic Games (7-8 --- 8-8), focus of western media on Beijing was concentrated on three aspects (150 reports): city image, cultural concept, and quality of national citizens
Among the three aspects they are most dissatisfied with is cultural concept. 23 reports (92%) which criticize Olympic Games consider Beijing Olympic Games a political movement to suppress human rights and misinterpret Olympic spirit. 22 reports which criticize security guarantee in Beijing completely negate each effort of Chinese people for the Olympic Games, and regard Beijing Olympic Games as a movement to suppress domestic democrats

Summary

Research approach

This article adopts content analysis, namely, to regard as the research target --- the authoritative newspaper reported by foreign media and to sample the 315 reports by western media on Olympics from July 8 to September 26, 2008. The author classifies these reports in a chronological order into three periods, namely, the period before the Olympic Games (July 8 --- August 7), the period during the Olympic Games (August 8 --- August 24), and the period after the Olympic Games (August 25 --- September 26) and makes analysis on reports at different periods, namely, their reporting standpoint, trend, focus, attitude and implicit sense of their words. The sampling method is as follows: to collect report materials on the website of Reference News. In light of the fact that the website of Reference News makes a selection from those published articles, this survey doesn’t make a group sampling any more, but directly accumulates all reports

Concern and of western media on Olympics and their intention

Cause analysis of identity conflicts

Findings

Communication strategy